Unlocking the true value of your precious data is high on every marketers agenda. With phrases like “Big Data”, “modern marketing” and the steady stream of new ways to get your message out there, this may seem like a momentous task.
In his presentation at DataIQNOW! last week, Parry debunked the myths of “Big Data”, in favour of focusing on “Little Data”. This is the data that you can proactively use straight away.
In an email marketing context, there are three simple examples:
Open rates: If you increase your open rate, you’re giving yourself a chance. The main thing here is to have an effective subject line strategy – don’t view each email as a one-off, view them as part of a long-term branding campaign and ensure your subject lines build your brand on a sustainable basis.
Click through rates: Action speaks louder than words – structure your emails so they drive action. Consider the psychological state of your customers and create your emails so they drive people to take action.
Conversion rates: These days there’s no excuse to not be able to attribute revenue to email. Start tracking your conversions now. This way, you can see what variables within your control make you more money.
It was a freezing cold day at the NEC at the UK’s number one event for online and multi-channel retailers. Last week, I presented a workshop at Internet Retailing Expo 2013.
The Adestra presentation was about “Email Conversion Optimisation”. You can download the presentation slides here, but first here are my key takeaways.
1. Getting your emails opened…
How do you optimise your emails for opens in the mobile era? The same points still apply for mobiles as they do for webmail and desktop email clients. Focus on optimising from name, subject line and the pre-header text and you’re emails will be crying out to be opened.
2. Getting your emails clicked on…
Think mobile. Mobile retail email open rates jumped by 50% over the holiday period last year with more and more people reading their emails on their mobile devices. But what about those who clicked on an email on a mobile phone? Think big buttons, simply structured emails and responsive design.
3. Getting your subscribers to convert…
What types of email boost conversion?Abandoned basket emails easily deliver the highest ROI – so why are less than half of retailers doing them? Yet only 19% of retailers have an automated abandoned basket recovery system, one of the easiest tools to implement and quickest to prove return – shows a sneak preview of new research from the Econsultancy/Adestra Email Marketing Industry Census 2013.
You can also see how data notifications (birthday emails, purchase reminders) that you can automate also deliver good ROI.
Adestra’s Conversion Capture
At Internet Retailing Expo, we launched our new abandoned basket functionality Conversion Capture. Conversion Capture, our new abandoned basket email technology. We’d love for you to see how it can make your website ROI skyrocket. So why not sign up for a demo?
Adestra, the leading ESP in the publishing industry, is exhibiting at Publishing Expo 2013. Adestra is also holding a presentation on email strategies for mobile.
Adestra has unrivalled experience in publishing and works with many leading brands including: Dennis Publishing, Informa Telecoms, Future Publishing, UBM, and Incisive Media. Adestra has many long term customers that keep using its MessageFocus email platform for many years as it simply works and delivers excellent results. Richard Ayerst, Head of Digital Marketing at Dennis Publishing, says:
“As a business we have lots of suppliers, and what you want from a supplier is least fuss with an easy working relationship – Adestra achieves this, the team produces results, plus nobody complains from my side. Job done.”
Book a 1:1 email session with one of our email marketing experts. Whether you want talk about how mobile effects you or how you can save time with your email marketing, we can help.
Adestra is also presenting a seminar at Publishing Expo on Tuesday 26th Feb:
Title: New email strategies for the mobile audience
Synopsis: Which, when you come to think of it, is pretty much everyone. Because we’re all mobile, right? Here’s how email marketing reaches that ever-on-the-move audience.
Date: 26th February
Place: Digital & Multi-Publishing Theatre
SPEAKER: Parry Malm, Account Director, Adestra